L’ intelligence artificielle, plus communément appelée l’IA, représente l’ensemble des techniques mises en œuvre pour créer des machines capables de simuler l’intelligence, une des qualités de l’esprit humain lui permettant de comprendre et de s’adapter facilement. Les opportunités créées par l’IA sont nombreuses et impacteront sans aucun doute les futures stratégies marketing des entreprises.
Zoom sur quelques applications concrètes de ces processus.
Une personnalisation de l’offre minutieuse
Grâce à l’utilisation de ces technologies sur le web, la personnalisation de l’offre est en phase de devenir encore plus précise, de quoi fournir aux entreprises des résultats impressionnants. L’IA a totalement bouleversé les processus de compréhension et de prédiction des besoins du consommateur. A partir du parcours sur internet, les moteurs de recherche sont désormais capables de créer des recherches prédictives personnalisées tirées de facteurs comportementaux, là où les moteurs se contentent habituellement de proposer les recherches les plus communes.
Le marketing prédictif, prochaine mutation du marketing
Les entreprises peuvent également adapter leur offre et leur communication grâce à l’analyse de contenu. L’IA permet de suivre l’évolution des centres d’intérêts en analysant des masses de données afin d’en déceler les tendances clés. Parmi les données analysées figurent des articles, post de blogs, de réseaux sociaux, discussions sur forum et de multiples autres formes de contenus analysés par millions à une vitesse impressionnante. Avec ces informations, les entreprises peuvent détecter une tendance et devancer la concurrence. On imagine les effets sur des marchés dynamiques comme le textile ou la mode évolue à une vitesse folle.
Le machine learning au service de l’expérience client
Le machine learning, ou « apprentissage automatique » en français, est un sous-domaine de l’IA pouvant se caractériser comme un processus permettant à une machine de modéliser des phénomènes à partir de données collectées dans le but de prendre des décisions stratégiques. Exemple concret, Spotify propose des playlist sur-mesure à ses utilisateurs à partir des données des trackers de performance sportives. Cela rend l’expérience client toujours plus individualisée et permet d’augmenter significativement la qualité des interactions avec les utilisateurs.
Le machine learning peut également déterminer quel type de contenu sera le plus adapté pour toucher les consommateurs en fonction du contexte, du lieu et du moment. Sur les smarthphones, à partir des données de géolocalisation, il est possible de déterminer à quel moment un consommateur est dans les transports, au bureau ou chez lui, laissant l’opportunité aux entreprises de choisir le meilleur contenu à transmettre.
Les Chatbots, le must-have de la relation client
Depuis quelques années déjà, beaucoup d’entreprises utilisent la technologie des Chatbots, ces robots capables de dialoguer en temps réel avec les consommateurs. Les cadres d’utilisation sont multiples, aujourd’hui, il existe un bot pour à peu près tout, à tel point qu’on en décompte une centaine de milliers sur Messenger, l’application chat de Facebook. Ainsi, chaque mois, des milliards de messages sont échangés entre entreprises et consommateurs grâce à cette forme d’intelligence artificielle qui favorise le dialogue et la relation client.
De nouvelles avancées en la matière sont fréquentes : Sephora propose par exemple un Chatbot offrant des conseils de beauté à partir de l’analyse des centres d’intérêts des consommateurs. Ainsi, la marque peut accompagner ces conseils par une sélection de produits pertinents afin de booster les ventes.
Envie de voir un Chatbot en vrai ? Retrouvez Alan, Chatbot conçu par la compagnie Nokill, ce week-end (16 et 17 Novembre) au Quai des Savoirs (Toulouse) à l’occasion de Futurapolis. La mémoire de ce Chatbot est constituée de 40 millions de lignes de dialogues de films, vocabulaire dont il peut reconstruire des phrases et discuter avec des humains. Alan est d’autant plus humain qu’il a également la capacité de … se tromper, une volonté des concepteurs qui ont également conçu des formes d’intelligence émotives avec un robot qui souffre et un autre qui a du goût.
Dans les prochaines années, l’IA devrait poursuivre son développement et connaître de nouvelles avancées, de quoi rendre le marketing classique obsolète.
Et vous, pensez-vous que l’intelligence artificielle fera disparaître le marketing?
Thomas V.
Un chatbot n’idéalise-t-il pas trop l’expérience client souhaitée au risque de nous décevoir lorsque nous nous rendons en magasin ?
Enfin je sais pas, peut être. https://www.youtube.com/watch?v=JR6kFvF1vOA
Merci pour votre retour.
Bonjour Martin, merci pour votre retour pertinent. Je pense que le client perçoit de lui-même et accepte la différence entre un accueil sur-mesure proposé par un chatbot et une expérience magasin, avec les contraintes qu’on connaît. Une des solutions réside dans l’implantation du digital en boutique physique. Bien à vous, Martin.
512627 273943Hello! I simply want to make a enormous thumbs up with the fantastic information youve here during this post. We are returning to your blog for additional soon. 9215
I loved as much as you will receive carried out right here.
The sketch is attractive, your authored material stylish.
nonetheless, you command get got an nervousness over that you wish be delivering the following.
unwell unquestionably come more formerly again as exactly
the same nearly a lot often inside case you shield this increase.
0mniartist asmr
Everything published was actually very logical. But, what about this?
suppose you wrote a catchier post title? I am not suggesting your information isn’t solid.,
however suppose you added a headline that makes people
want more? I mean Intelligence artificielle, le futur du marketing?
is a little boring. You could look at Yahoo’s home page and see how they create news titles to grab people to open the links.
You might add a video or a pic or two to grab readers interested about everything’ve written. Just my
opinion, it would make your posts a little bit more interesting.
0mniartist asmr
My brother suggested I might like this blog. He was entirely
right. This post actually made my day. You cann’t imagine
just how much time I had spent for this information! Thanks!
0mniartist asmr
Thanks very interesting blog! asmr 0mniartist
28324 170489I like this website extremely considerably so a lot superb data. 488574
I visited several blogs however the audio quality for audio
songs current at this website is in fact wonderful.
This is my first time pay a quick visit at here and i am genuinely impressed to read everthing at one place.
Hello! I just wanted to ask if you ever have any issues with hackers?
My last blog (wordpress) was hacked and I ended up losing months of hard work due to no back up.
Do you have any solutions to prevent hackers?
Hello to every body, it’s my first pay a quick visit of this
blog; this weblog includes awesome and genuinely
fine data designed for visitors.
I go to see daily a few blogs and websites to read content, except this weblog
offers feature based content.
It’s in fact very complicated in this active life
to listen news on TV, therefore I just use
web for that reason, and get the latest news.
I was very happy to find this web site. I need to to thank you for ones time due to this fantastic read!!
I definitely appreciated every little bit of it and i
also have you book marked to see new information in your site.
May I simply just say what a relief to find an individual who genuinely understands what they’re discussing on the net.
You actually realize how to bring a problem to light and make it important.
A lot more people have to look at this and understand this side of the story.
It’s surprising you are not more popular since you certainly possess the gift.
We are a group of volunteers and opening a new scheme in our community.
Your site provided us with valuable information to work on. You have done an impressive
job and our whole community will be grateful to you.
Have you ever heard of second life (sl for short). It is essentially a online game where you can do anything you want. SL is literally my second life (pun intended lol). If you want to see more you can see these sl articles and blogs
76680 262799Hey, you used to write fantastic, but the last several posts have been kinda boringK I miss your tremendous writings. Past few posts are just a little out of track! come on! 215596
This was awesome! I would like you to clean up all this spam though
scoliosis
Amazing! Its actually awesome paragraph, I have got much clear idea concerning from this article.
scoliosis
scoliosis
If some one wants expert view about blogging and
site-building then i recommend him/her to go
to see this weblog, Keep up the fastidious work.
scoliosis
Have you ever heard of second life (sl for short). It is essentially a online game where you can do anything you want. Second life is literally my second life (pun intended lol). If you want to see more you can see these sl websites and blogs
scoliosis
Hey there! I just wanted to ask if you ever
have any trouble with hackers? My last blog (wordpress) was hacked and I ended up
losing many months of hard work due to no backup. Do you have any methods to stop hackers?
scoliosis
Have you ever heard of second life (sl for short). It is basically a game where you can do anything you want. SL is literally my second life (pun intended lol). If you want to see more you can see these Second Life articles and blogs
free dating sites
I think that is among the such a lot significant information for me.
And i’m glad reading your article. But wanna statement on few normal issues, The website taste is perfect, the articles is in reality nice : D.
Excellent activity, cheers free dating sites
Have you ever heard of second life (sl for short). It is essentially a online game where you can do anything you want. sl is literally my second life (pun intended lol). If you want to see more you can see these sl authors and blogs
I am sure this post has touched all the internet viewers, its really really pleasant paragraph on building up new website.
Have you ever heard of second life (sl for short). It is basically a online game where you can do anything you want. Second life is literally my second life (pun intended lol). If you want to see more you can see these sl articles and blogs
Admiring the hard work you put into your blog and in depth information you offer.
It’s nice to come across a blog every once in a
while that isn’t the same outdated rehashed material. Excellent read!
I’ve saved your site and I’m adding your RSS feeds to my Google account.
Great blog! Do you have any suggestions for aspiring writers?
I’m planning to start my own site soon but I’m a little lost on everything.
Would you suggest starting with a free platform like WordPress or go for a paid option? There are
so many options out there that I’m completely confused ..
Any tips? Bless you!
Have you ever heard of second life (sl for short). It is essentially a game where you can do anything you want. sl is literally my second life (pun intended lol). If you would like to see more you can see these Second Life authors and blogs
Have you ever heard of second life (sl for short). It is essentially a video game where you can do anything you want. sl is literally my second life (pun intended lol). If you want to see more you can see these second life authors and blogs
Hey! I just wanted to ask if you ever have any trouble with hackers?
My last blog (wordpress) was hacked and
I ended up losing several weeks of hard work due to no back up.
Do you have any methods to stop hackers?
Have you ever heard of second life (sl for short). It is basically a online game where you can do anything you want. Second life is literally my second life (pun intended lol). If you want to see more you can see these Second Life articles and blogs
Have you ever heard of second life (sl for short). It is basically a video game where you can do anything you want. SL is literally my second life (pun intended lol). If you want to see more you can see these second life articles and blogs
Wow, marvelous blog structure! How lengthy have you been running a blog for?
you made blogging look easy. The overall look of your web site is magnificent, as smartly as the content material!
I was suggested this website by my cousin. I am not sure whether
this post is written by him as no one else know such detailed about my
trouble. You are wonderful! Thanks!
I’m extremely impressed together with your writing abilities as well as with the
layout on your blog. Is this a paid subject matter or did you modify it
your self? Either way stay up the excellent high quality writing, it’s rare
to look a great weblog like this one these days..
Just wish to say your article is as astounding.
The clarity on your put up is just spectacular and i can think you are knowledgeable in this subject.
Fine with your permission let me to grab your
RSS feed to keep updated with drawing close post.
Thanks a million and please continue the gratifying work.
This was great! I would like you to clean up all this spam though
Spot on with this write-up, I truly believe that this amazing site needs a lot more attention. I’ll probably be returning
to read more, thanks for the advice!
This design is steller! You obviously know how to keep a reader amused.
Between your wit and your videos, I was almost moved to start my own blog (well, almost…HaHa!) Excellent job.
I really loved what you had to say, and more than that,
how you presented it. Too cool!
This was awesome! I would like you to clean up all this spam though
This was great! I would like you to clean up all this spam though
Have you ever heard of second life (sl for short). It is essentially a online game where you can do anything you want. sl is literally my second life (pun intended lol). If you want to see more you can see these sl authors and blogs
148002 255325Its essential to have having access to the expertise posted here 149728
77565 746109There is noticeably a bundle to know about this. I assume you produced certain good points in features also 772860
Have you ever heard of second life (sl for short). It is essentially a online game where you can do anything you want. SL is literally my second life (pun intended lol). If you would like to see more you can see these Second Life authors and blogs
Have you ever heard of second life (sl for short). It is essentially a video game where you can do anything you want. SL is literally my second life (pun intended lol). If you want to see more you can see these sl articles and blogs
You made some decent points there. I checked on the net
to learn more about the issue and found most individuals will go
along with your views on this site.
It’s not my first time to pay a visit this web site, i
am visiting this website dailly and take fastidious data from here all the time.
This design is spectacular! You definitely know how to keep a reader amused.
Between your wit and your videos, I was almost moved
to start my own blog (well, almost…HaHa!) Great job. I really enjoyed
what you had to say, and more than that, how you presented it.
Too cool!
That is really attention-grabbing, You’re an excessively professional blogger.
I have joined your rss feed and stay up for looking for extra of your fantastic post.
Additionally, I’ve shared your website in my social
networks
I will right away take hold of your rss feed as I can’t in finding your email subscription hyperlink or e-newsletter service.
Do you’ve any? Please let me understand so that I may subscribe.
Thanks.
You could certainly see your enthusiasm in the
article you write. The sector hopes for more passionate writers
such as you who are not afraid to say how they believe.
At all times go after your heart.
I was recommended this web site by means of my cousin. I’m not positive whether or not this put up is written by him as no one else realize such particular approximately
my difficulty. You’re wonderful! Thanks!
Hello there! Do you use Twitter? I’d like to follow you if
that would be ok. I’m undoubtedly enjoying your blog and look forward to new posts.
Hey I know this is off topic but I was wondering if you knew of any widgets I could add to my blog that automatically
tweet my newest twitter updates. I’ve been looking for a plug-in like this for quite some time and
was hoping maybe you would have some experience with something like
this. Please let me know if you run into anything.
I truly enjoy reading your blog and I look forward
to your new updates.
Very rapidly this web page will be famous amid all blogging visitors,
due to it’s fastidious content
constantly i used to read smaller articles that also clear their motive, and that is also happening with this paragraph
which I am reading now.
Hello there! This is my 1st comment here so I just wanted to give a quick
shout out and tell you I genuinely enjoy reading through your articles.
Can you suggest any other blogs/websites/forums that deal with the same
subjects? Thanks a ton!
I really love your website.. Pleasant colors & theme.
Did you create this site yourself? Please reply back as I’m planning
to create my own site and would like to find out where you got this from or just what the theme is called.
Kudos!
Good post. I learn something new and challenging on blogs I stumbleupon every day.
It’s always exciting to read articles from other writers and use something from other websites.
Hi there friends, how is all, and what you would like to
say on the topic of this article, in my view its really amazing designed for me.
Hey! I could have sworn I’ve been to this blog before but after checking through
some of the post I realized it’s new to me. Anyways, I’m definitely
glad I found it and I’ll be book-marking and checking back
frequently!
I think what you published made a bunch of sense.
However, what about this? suppose you were to write a killer
headline? I ain’t saying your information isn’t good., but what if you
added a title to maybe grab a person’s attention? I mean Intelligence artificielle, le futur du marketing?
is kinda vanilla. You could look at Yahoo’s home page and see
how they write article titles to grab people to click.
You might add a video or a picture or two to grab people
excited about everything’ve got to say. Just my opinion, it
would make your posts a little livelier.
Right here is the perfect blog for everyone who wants to
find out about this topic. You realize a whole lot its
almost hard to argue with you (not that I really will need to…HaHa).
You certainly put a brand new spin on a subject
that’s been discussed for ages. Excellent stuff, just wonderful!
Keep on writing, great job!
Excellent, what a website it is! This web site provides valuable facts to us, keep it up.
Hello, Neat post. There’s an issue together with your site in internet explorer,
might check this? IE still is the marketplace
chief and a big portion of folks will omit your magnificent writing due to this problem.
You are so awesome! I do not suppose I have read through
anything like that before. So nice to find someone with a few genuine thoughts on this issue.
Seriously.. many thanks for starting this up. This website is something that is needed on the web, someone with a
bit of originality!
I’m extremely impressed with your writing skills as well as
with the layout on your weblog. Is this a paid theme or did you modify it yourself?
Either way keep up the excellent quality writing, it’s
rare to see a great blog like this one these
days.
Hello, I wish for to subscribe for this weblog to obtain most up-to-date updates,
therefore where can i do it please help out.
I do agree with all of the ideas you have presented
in your post. They’re very convincing and can definitely work.
Still, the posts are very short for novices. Could you please extend them a
bit from next time? Thank you for the post.
I have been browsing on-line more than three hours as of late, but I never found any
interesting article like yours. It is pretty value sufficient for me.
Personally, if all website owners and bloggers made just right content as you did, the net will
probably be much more helpful than ever before.